Founder of vwo.com here. This happens because no two businesses have exactly the same end goals and therefore there is no "one-size-fits-all" testing algorithm

Founder of vwo.com here. This happens because no two businesses have exactly the same end goals and therefore there is no "one-size-fits-all" testing algorithm. Some of our clients want to prioritize absolute certainty because they're testing something as fundamental as product positioning, while others want to test different colors and want a result better than control (irrespective of how much better it is). Ultimately, you can think most A/B testing algorithms on a continuum of certainty and speed. You can't have both. More here: https://vwo.com/blog/multi-armed-bandit-algorithm/ https://vwo.com/blog/multi-armed-bandit-algorithm/